Acceptance of Product Placement in Italy: Effects of Personality and Product/Consumer Interactions

Gianluigi Guido, Alessandro M. Peluso, Piermario Tedeschi, Chiara Nicole, Cristina Lauretti, Adele Caciula


Product placement refers to the planned and paid insertion of a branded product within a film or any other media
that is capable of influencing the attitudes and the beliefs of the audience toward that specific product. The
present article reports the results of two experimental studies on the attitudes of Italian consumers toward this
practice. Findings show that attitudes change as a function of product type; individual differences, such as gender
and age; movie watching frequency; as well as consumers’ personality profiles. Product placement in movies is
quite recent in Italy, since it became a legal practice only in 2004. A comparison with results from previous
studies on product placement acceptance, carried out in the United States, Austria, France, China and Australia,
is also discussed.

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International Journal of Marketing Studies  ISSN 1918-719X(Print) ISSN 1918-7203(Online) E-mail:

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